The hard stuff in business. We have a product which we believe will do well in the market. We are passionate about the product or service you have to offer... My insight this week comes after taking the time to work out exactly who my ideal client is. I relate this to experience working in critical care and understand the family member I am speaking to me about the patients condition. First seeking to understand them, in order to use language and words which will be effective for them. In business, it’s more than a great product or service, I must know how to tell my ideal client about it and how it will solve their challenge.